[ZAMIRZ]

They use data from past sales, focus groups and look at what the competition is doing and how it's selling to determine what colors or blends fit the personality of the car and profile of the person buying it. Once the potential palette is determined, swatches and sometimes entire cars are painted and go through rigorous tests to see how they age, including the fade characteristics and durability in adverse conditions. At the same time, they determine if any special coatings or blends are necessary to comply with environmental regulations and how they must pass on additional costs to the consumer.

If the market demands it and it's feasible, they'll offer more avant garde colors.